• Increase brand awareness by 3% throughout the footprint.
• Refresh logos and create visual unity across the BayCoast Bank family of brands 

• Achieved a 7% increase in brand awareness, surpassing the initial goal of 3%
• Successfully designed a cohesive visual identity, refreshed logos, and procured new stationery items.

• Brand Identity:  Implemented consistent colors, typography, iconography, photography, and tone of voice in all written pieces and marketing materials.
• Logo Creation: Collaborated with a graphic designer to refresh multiple logos.
• Color Palette:  Established a cohesive color palette to create visual unity but also included a secondary color unique to each brand to differentiate them.
• Typography: Established a set of bold and easy-to-read fonts contributing to a cohesive and professional image for BayCoast Bank and its six subsidiaries.
• Stationery Items:  Designed, procured, and distributed new branded letterhead, envelopes, flyers, brochures, business cards, name tags, etc. 
• Press Releases:  Proofread and approved regional name change press releases, ensuring they aligned with the established cohesive brand identity.

• Adobe InDesign
• Adobe Illustrator
• Adobe Photoshop
• Denim Social/Social Media
• Microsoft Office Suite

• Brand Strategy: Aligned brand identities of six subsidiaries with BayCoast Bank’s established brand.
• Project Management: Oversaw the design, procurement, and distribution of new materials like letterhead, envelopes, flyers, brochures, business cards, and more.
• Graphic Design: Designed stationery items with a minimalist design featuring the blue and gold colors and accent colors for each brand.
• Presentation: Presented design concepts and strategies to key stakeholders, including the senior team, to gain approval and support for the rebranding initiative.
• Communication: Collaborated with external agencies and ensured smooth communication of brand launches and updates to employees and the community via press releases and emails.

• BayCoast Family of Brands: We’re not just a bank, we’re a family
• Partners Insurance Group rebrands as BayCoast Insurance

The post “Family of Brands” Rebranding Strategy appeared first on Kaitelyn Ploude.

• Enhance brand awareness and engagement by leveraging integrated marketing strategies to achieve stronger impressions, social media reach, and website traffic.
• Cost savings through in-house production

• TV and billboards garnered 13.7M impressions
• The dedicated landing page received 700 page views, with an average time spent of 00:02:52, indicating strong interest and engagement with the campaign’s content
• The social media campaign reached 5K individuals and received 250 likes
• Saved over $20K in production costs by taking the project in-house

• TV Commercial: Conceptualized, scripted, and produced a TV commercial in-house that evoked a strong emotional connection with the target audience.
• Highway Billboards: Strategically placed billboards along busy commuter routes in Providence, Rhode Island, Fall River, and New Bedford, Massachusetts, to increase brand visibility and recall, driving brand awareness.
• Landing Page: Collaboratively crafted a dedicated landing page on the BayCoast Bank website, highlighting Penny’s heartwarming story and effectively communicating the Bank’s family philosophy and diverse financial solutions to customers.
• Social Media: Launched a social media campaign around Penny, encouraging customers to say “hello” to her, fostering engagement and interaction with the audience.

• Adobe InDesign
• Adobe Illustrator
• Adobe Photoshop
• YouTube/Social Media
• WordPress
• Promotion Suite
• Denim Social
• Navori/Watchfire
• Microsoft Office Suite

• Video Production: Led the production of the first-ever in-house TV commercial, overseeing the entire process from conceptualization to execution and ensuring the commercial conveyed the desired feeling of togetherness and belonging experienced by customers.
• Storytelling: Crafted a compelling and heartwarming narrative around Penny and her owner, establishing an emotional connection with the audience.
• Branding and Positioning: Ensured the campaign aligned with BayCoast Bank’s brand philosophy of being a family-oriented and trusted financial partner.
• Creative Direction: Oversaw the overall creative direction of the campaign, ensuring it effectively communicated the emotional connection and sense of togetherness the bank wanted to convey.
• Digital Marketing: Utilized digital channels like landing pages and social media to engage customers and expand the campaign’s reach.
• Media Planning: Strategically planned the TV and billboard placements to maximize impressions and brand exposure.

• BayCoast “We’re All Family” Landing Page

The post “We’re All Family” Integrated Campaign appeared first on Kaitelyn Ploude.

• Improve social media reach and engagement 
• Cost savings through in-house production

• Generated 13,814 social media post impressions, reaching 11,758 individuals, with 1,149 post engagements and 557 post reactions, amplifying the impact and reaching a broader audience than ever before.
• Saved over $40K in production costs by taking the project in-house.

• Interviews: Conducted interviews of various testimonials with customers and stakeholders to gather valuable insights and captivating stories.
• Copywriting: Collaborated closely with the creative copywriter to shape and write engaging articles, capturing the essence of the company’s identity.
• Proofreading and Editing: Assumed responsibility for proofreading, editing, and rewriting articles to ensure a polished and impactful final piece.
• Graphic Design: Instructed the graphic designer on the creative vision for the report’s layout, ensuring it aligned with the company’s brand identity and values.
• Collaboration: Worked closely with different employees and customers of the organization to gather information and testimonials, fostering a collaborative atmosphere throughout the project.

• Adobe InDesign
• Adobe Illustrator
• Adobe Photoshop
• Social Media/Denim Social
• WordPress
• Microsoft Office Suite

• Team Leadership: Provided practical guidance and instructions to the copywriter and graphic designer, fostering collaboration and teamwork to achieve a successful outcome.
• Brand Strategy: Skillfully conveyed the company’s brand identity and values through compelling storytelling and a cohesive, creative vision.
• Content Development: Developed engaging content that resonated with the company’s stakeholders, highlighting the organization’s unique stories and values.
• Editing and Proofreading: Ensured the accuracy, coherence, and professionalism of the written content, enhancing its overall quality.
• Project Management: Efficiently managed the entire process, from interviewing to content creation, ensuring timely delivery and successful project completion.

• “Building Relationships” Annual Report
• SEO Article: Eva Gamble’s Path to Homeownership
• SEO Article: BayCoast Scholars
• SEO Article: Financial Empowerment
• SEO Article: BayCoast “Angels” Surprise Local Nursing Students with Scholarships
• SEO Article: Client Spotlight: Exquisite Events Light & Décor
• SEO Article: Portuguese & Proud!

The post “Building Relationships” Annual Report appeared first on Kaitelyn Ploude.

• Increase new checking and CD account openings by $10M in deposits.
• Drive conversions and achieve campaign objectives

• Increased new checking and CD account openings, surpassing the initial goal, resulting in 685 new accounts and over $21.5M in deposits
• The social media campaign reached 1,100 individuals, generating interest.
• Digital display achieved 65K impressions and 70 conversions, indicating effective ad visibility and interest.
• Google search ads received 17K impressions and 500 conversions, showcasing successful targeting and user interest.
• The landing page garnered 30K views, with an average time of 00:01:53, indicating engagement with the offer details.
• Email contributed to 18K of the overall page views to the website, demonstrating the impact of email on driving traffic.

• Postcard Direct Mail: Designed and executed engaging postcard direct mail to promote special offers to prospects.
• Social Media Campaign: Launched a targeted social media campaign on platforms like Facebook, Twitter, and Instagram, utilizing captivating graphics and persuasive copy to extend campaign reach.
• Display Ads: Collaborated closely with a digital marketing manager to place engaging display ads on relevant websites, significantly increasing brand awareness and driving traffic to the landing page.
• Retargeting: Implemented retargeting strategies with an external agency to encourage interested users who didn’t convert to reconsider the offers.
• Google Search Ads: Executed effective Google search ads, driving qualified traffic to the landing page by targeting users searching for relevant keywords.
• Landing Page: Collaboratively designed an appealing landing page that provided comprehensive account offer information and encouraged account opening.
• Email Campaign: Orchestrated a successful email campaign, personalizing emails to highlight limited-time offers and directing recipients to the landing page. 

• Adobe InDesign
• Denim Social/Social Media
• WordPress
• Google Search/Analytics
• Salesforce/Marketing Cloud

• Marketing Strategy: Crafted compelling and tailored marketing strategy to drive customer engagement and increase account openings, considering the target audience, market trends, and competitor analysis.
• Creative Design: Emphasized strong creative design to capture audience attention and convey excitement through visually appealing assets such as postcards, social media graphics, display ads, and landing pages, ensuring brand consistency.
• Project Management: Effectively coordinated and synchronized campaign aspects, managing timelines, resources, and team collaboration to ensure timely delivery of all assets aligned with the overarching strategy.
• Copywriting: Crafted persuasive and engaging copy, utilizing storytelling and compelling call-to-action statements to communicate the benefits of checking and CD account offers and drive user interest and conversions.
• Branding and Positioning: Maintained brand consistency, reinforcing the bank’s image as a reliable and innovative financial institution, ensuring the campaign aligned with the bank’s overall brand identity.
• Negotiation and Collaboration: Collaborated with internal teams, external vendors, and third-party platforms, utilizing effective negotiation and communication skills to build strong relationships and manage partnerships for positive campaign outcomes.

• 2022 Silver Digital Marketing Award Winner

The post “$222 Offer” Omni-Channel Campaign appeared first on Kaitelyn Ploude.

• Increase digital ad impressions to reach a wider audience and boost brand visibility.
• Achieve a 20% increase in closed HELOC units through effective marketing strategies and customer acquisition efforts.

• Generated over 5 million impressions, effectively increasing brand exposure
• Contributed to a remarkable 64% increase in closed HELOC units

• Emails: Collaboratively crafted and deployed engaging emails to attract potential customers and promote the benefits of the HELOC offering.
• Display Ads: Designed eye-catching display ads to capture the audience’s attention and drive traffic to the landing page.
• Retargeting: Implemented retargeting techniques to re-engage previous website visitors and encourage their consideration of the HELOC option.
• Social Media Advertising: Deployed engaging social media ads to expand the campaign’s reach and target homeowners interested in home improvements and financial solutions.
• Landing Page: Created a dedicated landing page to provide comprehensive information about the HELOC offering, encouraging users to take action and apply for the credit.

• Adobe InDesign
• WordPress
• Salesforce/Pardot

• Copywriting: Employed skillful copywriting to craft compelling emails, ad copies, and landing page content, persuading potential customers to consider the HELOC option.
• Digital Marketing: Demonstrated proficiency in various digital marketing channels, including email marketing, display advertising, retargeting, and social media advertising, to effectively reach the target audience.
• Data Analysis: Conducted continuous monitoring and analysis of campaign performance, utilizing data-driven insights to optimize results and make informed decisions for ongoing improvements.

The post “HELOC” Digital Display Ad Campaign appeared first on Kaitelyn Ploude.

• Enhance the overall customer experience through Salesforce journey mapping and targeted messaging
• Achieve a high delivery rate for onboarding communications
• Maintain a low unsubscribe rate by resonating with the audience

• Achieved a tailored onboarding experience for new customers, boasting a robust 98.4% delivery rate. 
• Elevated customer engagement and satisfaction were evident during onboarding, yielding over 300 clicks. 
• Employed journey mapping to precision-target messaging, enhancing the overall customer experience, and achieving an impressive 0.2% unsubscribe rate, affirming strong resonance with the audience.

• Journey Mapping: Collaborated with an external agency to map the onboarding journey.
• Content and Messaging Strategy: Enhanced the content and messaging to add value and create a comprehensive program.
• Email Template Designs: Collaboratively create customized email templates.
• Salesforce, Pardot, and Marketing Cloud Email Programming: Implemented onboarding processes using Salesforce, Pardot, and Marketing Cloud.
• Testing and Quality Assurance: Conducted thorough testing and quality assurance processes.
• Internal Launch Communications: Executed comprehensive internal launch communications with employees and stakeholders.

• Adobe Illustrator
• Salesforce/Marketing Cloud
• Microsoft Office Suite

• Marketing Automation: Implemented a marketing automation program to streamline the onboarding process.
• Customer Journey Mapping: Mapped the onboarding journey to deliver tailored messages to the right audience at the right time.
• Copywriting and Communication: Crafted a thoughtful messaging approach to engage and satisfy new BayCoast Bank customers during onboarding.
• Quality Assurance: Conducted testing and quality assurance for a seamless internal launch of the onboarding experience.
• Data Analysis: Leveraged analytics and reporting setup to extract valuable insights for further improvements.

The post Consumer Onboarding Email Automation appeared first on Kaitelyn Ploude.

• Launch a new multi-brand website focusing on customer needs, providing a seamless, user-friendly, and informative online experience.
• Elevate customer engagement and satisfaction through improved navigation, interactive tools, and the inclusion of up-to-date resources.
• Translate the website into three languages (English, Portuguese, and Spanish) to widen accessibility to a more diverse audience.

• Successfully launched a new website, delivering an enhanced digital customer experience, improved navigation, and interactive tools.
• Achieved a 27% increase in total users, growing from 238K to 303K
• Increased total sessions by 16%, reaching from 832K to 962K
• Realized a 10% year-over-year organic traffic increase
• The website is fully available in 3 languages – English, Portuguese, and Spanish.

• Design Collaboration:  Directed the website’s overall design, collaborating with the agency to achieve the desired look and feel of the website. 
• Seamless Website Launch: Collaboratively launched multi-brand website seamlessly, ensuring a smooth and successful rollout.
• SEO Content Creation:  Wrote, proofread, and edited SEO content and articles to enhance website traffic and improve search engine visibility.

• WordPress
• Microsoft Office Suite

• Website Design: Collaborated with the agency to achieve the desired look and feel of the new website, prioritizing a user-friendly and informative experience.
• SEO Copywriting: Crafted, proofread, and edited SEO-focused content and articles to enhance website traffic and improve search engine visibility.
• Data Analysis and Optimization: Analyzed website performance metrics and data to optimize navigation, interactive tools, and resources for improved user engagement.
• Collaboration and Communication: Effectively communicated with the agency, stakeholders, and teams to achieve project goals and objectives.

• BayCoast Bank Website
• BayCoast Insurance Website
• BayCoast Mortgage Website
• Plimoth Investment Advisors Website
• Priority Funding Website
• BayCoast Bank SEO Resource Article Library
• BayCoast Insurance SEO Resource Article Library
• BayCoast Mortgage SEO Resource Article Library
• Plimoth Investment Advisors SEO Resource Article Library
• Priority Funding SEO Resource Article Library

The post Customer-Centric Multi-Brand Website Redesign appeared first on Kaitelyn Ploude.

• Promote educational attainment within the Massachusetts and Rhode Island South Coast region by championing education initiatives and supporting local schools.
• Generate meaningful interactions with a diverse audience through various experiential marketing events hosted across the region.
• Amplify the campaign’s impact through multifaceted engagement strategies involving experiential marketing, social media interactions, YouTube videos, and TV ads.

• Engaged with over 50K community members across more than 50 regional events through the Get On the Bus campaign.
• The social media campaign reached over 18K people, with 5K unique views and 1,596 minutes viewed, resulting in 97 engagements, indicating effective audience reach and engagement.
• Achieved a net reach of 327K, reaching 66K households, effectively promoting education attainment to a significant TV audience.

• Eye-catching Blue Bus: Collaborated with an external agency to design a unique bus as a mobile, interactive platform serving as the centerpiece of the Get On the Bus campaign, engaging the community and promoting educational initiatives.
• YouTube Videos: Supported on-site interviews, producing a series of inspiring YouTube videos showcasing local success stories to motivate students and parents, facilitated by professional videographers.
• Billboards: Utilized strategically placed billboards along prominent commuter routes to amplify the “Get On the Bus” campaign’s educational support and community involvement message, extending its reach and resonance.

• Adobe InDesign
• Adobe Illustrator
• Adobe Photoshop
• YouTube/Social Media
• WordPress
• Meltwater/Sprout Social
• Microsoft Office Suite

• Event Planning and Coordination: Organized appearances and events throughout the region to promote the campaign’s goals.
• Collaboration: Collaborated with external agencies and professionals to enhance graphic design assets and overall campaign quality.
• Marketing Strategy: Developed a comprehensive strategy for effective promotion and engagement.
• Graphic Design: Applied design skills to create visually appealing assets for various campaign elements.

• 2018 ICBA National Community Bank Service Award
• Carmen and Sofia’s Story
• BayCoast Bank College Day: Somerset North Elementary
• BayCoast Bank College Day: Atlantis Charter School
• BayCoast Bank: Buttonwood Park Zoo
• Get On The Bus: Habib’s Story- Extended Version
• BayCoast Bank Believes in Education

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